Why Early Q3 Is the Best Time to Fix Your Email Flows

Early Q3 is a curious time in eCommerce. It’s quiet. Too quiet.

Sales might dip, customer engagement slows, and inboxes start to feel a little… emptier. But for savvy brands, this mid-year lull is a hidden window of opportunity - especially when it comes to your email flows.

Because here’s the thing: flows don’t stay “set and forget.” What worked in January could now be costing you revenue, frustrating customers, or missing major opportunities.

If you wait until Q4 to fix them? You’ll be too late.

Why Now?

1. The Calm Before the Storm

Come September, everyone’s scrambling: product launches, promo calendars, BFCM prep, ad budgets - you name it. Early July gives you the breathing room to step back and think strategically.

2. Seasonal Dip = Testing Gold

Softer traffic now means less risk when experimenting with timing, messaging, or logic. Use it to A/B test without disrupting peak performance periods.

3. More Data, Clearer Trends

By mid-year, your flows have gathered enough performance data to spot what’s working and what’s stale. Low CTRs? Weak conversion rates? Now’s the time to fix those leaks.

What to Look At First

• Welcome Flow: Does it reflect your current product line, brand tone, and offers? Are emails spaced optimally?
• Abandoned Cart & Checkout: Still using last year’s incentives? You might be leaving money on the table.
• Post-Purchase: Are you turning one-time buyers into repeat customers? Is the content personalised?
• Winback / Lapsed: Are your segments based on zero-party data? Are the offers relevant?
• Browse Abandonment: Still using generic messaging? Add urgency nudges and product-specific copy.

Quick Wins That Make a Big Impact

• Rewrite subject lines using insights from top-performing campaigns
• Refresh creative assets to match current brand direction
• Add dynamic product blocks for increased personalisation
• Segment flow paths by location, purchase intent, or zero-party data
• Review logic to avoid overlaps or list fatigue

Final Thought: Q4 Success Starts in Q3

Most brands only think about email flows when something breaks.

The best-performing brands? They refine ahead of the curve.

Now is your chance to get strategic before you’re forced to get reactive.

Audit, test, and optimise now - so your automations can handle the heavy lifting when high-stakes season rolls in.

Need Help? We’ve Got You Covered

If you're not sure where to start - or simply don’t have the time to dig through logic paths and performance reports - our team is here to help.

Whether you need a quick refresh or a full strategic overhaul, we’ll handle the heavy lifting so you can focus on the big picture.

Book a free email audit and make sure your automations are ready to convert before peak season hits.